Awareness is not what you think it is

Smart words by Seth Godin. Too often, companies get mired in a narrow mindset that awareness equals press. That may have been true in the heyday of trade and product media, but today awareness is so much more. It’s a powerful blog post that gets shared across multiple media and marketing channels, it’s the reach and immediacy of a single tweet from someone who sets the tone in an industry, it’s a library of content that influencers and customers use and share amongst those who don’t buy ink by the barrel or bits by the bucket.

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